We’ve all done it. Reading a text while strolling down the sidewalk. Answering a call in the crosswalk. Checking Facebook while waiting for the walk signal. These minor habits may seem harmless, but just because you’re on foot doesn’t mean you’re immune to the dangers of the road.

Our modern reliance on smartphones creates distraction everywhere. A recent Esurance survey found that 53 percent of drivers admit to texting while driving. But it’s not only distracted drivers who pose a threat to pedestrian safety — it’s also the pedestrians themselves.

And research suggests that the problem doesn’t just affect adults walking to work or getting some exercise. A study from the American Academy of Pediatrics found that preadolescents paid less attention to traffic and experienced more collisions and close calls when they were distracted by phones.

How do we protect pedestrians from their own bad habits in this age of constant distraction? The answer — ironically — may lie in technology. Here are three ways city planners and automakers are working to protect preoccupied pedestrians.

Smart Cities

Earlier this year, the city of Denver, Colorado approved a $12 million investment to modernize its traffic grid, with the goal of making both motorists and pedestrians safer. They plan to accomplish this by creating a smart network of traffic signals that monitor traffic patterns, while simultaneously connecting wirelessly to smart vehicles in the vicinity.

This ability could allow the traffic system to detect pedestrians in intersections and ensure the signal doesn’t change before they’re out of harm’s way. (Plus, it could also help eliminate slowdowns and traffic jams.)

Denver isn’t the first city to invest in this kind of smart-grid technology to improve safety and traffic flow — New York City and Sydney have already been working on these improvements for years. However, it does show that pedestrian safety isn’t just a problem for mega-metropolises.

Pedestrian Airbags

This technology puts a new spin on a tried-and-true automotive failsafe — the airbag. The idea is that when a pedestrian is either detected nearby or about to be struck by a car, airbags will deploy outside the vehicle to reduce the impact.

The first brand to bring this innovation to market was Japanese automaker Subaru, who released a model in 2017 that detects pedestrians on all sides of the vehicle and deploys an airbag over the exterior of the windshield to help protect them from injury.

For the last decade or so, vehicle manufacturers have been using smart technology to improve their vehicles’ ability to detect other cars in the road. Spotting pedestrians in the road, however, has presented a bigger challenge.

The answer to this quandary uses old-school technology in a newfangled way. Recently, safety-savvy auto brands like Volvo have started to embed radar systems in the grills of their vehicles. The radar, combined with cameras mounted in the rearview mirrors, is able to spot pedestrians and cyclists from a few yards away, predict their trajectory, sound an alarm and, if necessary, activate the brakes if you get too close.

With growing numbers of both distracted drivers and distracted pedestrians, this particular type of technology could arguably become the safest, most realistic way to avoid deadly collisions. In fact, authorities in Europe have recognized its life-saving potential, encouraging automakers to further pursue these technologies.

Looking to the FutureSome of these technologies are still in their infancy, and some experimental solutions may seem downright outlandish (Google’s patent for a “glue-covered” self-driving car, for instance). But they represent creative ways that the technology, automotive and public sectors are trying to keep us all safer, both on foot and behind the wheel.

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*Eric Madia is Vice President of Product Design at Esurance, where he is responsible for designing the company’s personal lines products. Eric has 23 years of experience in the industry, focused primarily on underwriting, pricing, and product innovation. You can follow him on twitter @Erictheactuary.

What people are saying about the presentations:

“ No more phone out in the car for me. I told my kids they would not be seeing me using the phone in the car again. ”— Mary Zambri, Executive Director, Trial Lawyers Association of Metropolitan Washington D.C.

“Normally I start texting as soon as I get in my car after the game, but after the talk today, I am not texting when I get in my car and leaving the wrist band in my car as a reminder”— from a cheerleader at University High School, Baton Rouge LA.

“These presentations have been a wonderful combination of thought-provoking conversations, videos, student participation, and quality information sharing … On a personal note, every year after the presentation, I have walked away with a renewed passion for life, and for making incremental changes in the way I live and drive. I strongly recommend that schools and other organizations engage in this influential assembly.”— John Perella Headmaster, Medford High School, Medford, MA

“It was a fabulous presentation, well organized and certainly a most important topic that needs to be addressed in this fast moving technological world of ours. The girls thoroughly enjoyed hearing from all of the presenters and told me how much “it made them think”. One of the teachers told me yesterday that he thought it was the best assembly that we have had!” —Chris Kaiser, Dean of Students, Notre Dame Prep, Towson, MD

"I'm continuing to hear excellent feedback from both faculty and students. Many students are telling me that they really enjoyed the interaction, and that you're an alum. A lot of teachers are telling me that the message was right on point. I actually received two emails from teachers over the weekend that said they are now thinking twice when driving!" —Christopher Romero, Central Catholic High School, Lawrence, MA

“[Thank you to John McKiggan for speaking to ] our Grade 9 students. Your message of the awful consequences of distracted driving was heard by our students and staff. The videos really engaged them and made them think. The demonstration of a distracted driver and what students/passengers can say was perfect! Many students returned the sheets and I therefore know they had a conversation with their parents/guardians.”— J.W. Halifax, Nova Scotia.

“ I presented to 450 sophomores at my alma mater, St. Xavier High School, in Cincinnati, the largest, all boys Jesuit high school in the US. It was a grand success and I had a wonderful time... the President and development director have already asked me back next year. The energy and feedback were incredible and powerful.”— Mark Kitrick. Esq Cincinnati, OH.

“ Prevention is ultimately the primary "cure" for the devastating injuries we see. This message has the potential to prevent many of the pediatric spinal cord injuries that happen in this country; this message needs to be delivered and acted upon. ”—Occupational Therapist, Shriner’s Hospital, Philadelphia.

“WOW! What a refreshing experience! Today is one of those days where you feel good about what you do and even better about what you have done knowing that you might just have saved a life. The kids were really excited and participation was excellent. One of the most rousing responses came when I fessed-up to being a distracted driver in my past. I made the confession in my opening remarks and it was smooth sailing from there. ”— George Boath, Esq. Stratford CT

“ I just presented to Nichols School's Upper School students and feel completely charged from the experience. The kids loved the message and the faculty couldn't have appreciated it more. It's great to volunteer with this incredible initiative.”—John Bair, Milestone Consulting, LLC, Buffalo, NY.

“ In a few days, I’m getting my license and I’m not going to be a distracted driver. My mom will text and drive a lot and it freaks me out. If something is that important, have the passenger text for you. ” —Gabby

“ I spoke at Andrew Jackson Senior High in Jacksonville, Florida. One young lady, watching the bus driver filling out papers and driving with his knees, said “My mama does that.” (Frankly, that surprised me.) She became my assistant, holding the microphone up to the AV equipment so it could be heard by everyone. The teachers stayed in the auditorium and were very pleased with the level of participation. ”—Wayne Hoganl, Esq, Jacksonville, FL

“ I spoke to several students about the role-play scenario you did on stage, and they all agreed they find it difficult to confront their parents about texting while driving. Thank you so much for bringing such a poignant issue to our community. I work with teenagers all day, so I know that decision making is often very difficult for them. Your compassionate and thoughtful presentation has changed behaviors. ” —Joel Dankoff, Student Council Advisor Friends' Central School, Wynnewood, PA

“ After the presentation a student came up to me and thanked me for coming to the school. He then shared that his parent had killed someone when driving distracted. He shared his feelings from the perspective of a young man who watched the aftermath of the tragedy his parent caused and indicated how that changed his parent’s driving behaviors and how that has affected this young man—who does not drive distracted now. ”— Chris Marzzacco, Esq. Harrisburg, PA

“ Went great! [Spoke to] sixty students from the alternative high school. Looking forward later this month when we hit all 5 of the area public and private high schools. The program is certain to change behaviors and the way that people look at distracted driving. We made a definite impact on our students, but I think we also got the attention of the teachers who saw the presentation. Thanks again for your help, and for putting this program together.”— Mike Williams, Esq. Fargo, ND

“ Young people often are reluctant to speak up because they do not have the words to do so. The role play scenarios empower young people by providing them with the tools to advocate for themselves when they are put in an unsafe situation such as driving with an individual who is distracted. ” — Mark Fifer, The Haverford School, Haverford, PA

“ I felt when the young drivers were sharing their own poor choices this was very helpful to the cause—the students were pretty attentive; participated and shared experiences; and were respectful. I wasn’t sure at first if they’d open up, but they did. I should add that the videos about Mr. Feldman’s daughter and the sister speaking of her text to her older sister at the time of a fatal wreck were powerful and made a true impact on the kids. ”—Tim Pickell, Esq Westwood, Kansas

“ The presentation made me realize that all those little things while driving make a big difference. When you are driving distracted you not only put your life at risk but everyone around you. I want to do something to stop these deaths and it has to start with myself. I’m going to make an effort to not let myself be distracted and to let others know too. ” — Morgan

“ Seeing the pink EndDD.org bracelets on my daughter’s (now 6&7 years old) tiny wrists was a surprisingly powerful reminder that it only takes a moment to change your life, and perhaps take someone else's. I would look into their eyes and very quickly think... there is simply nothing more important to me than these girls. No email, text, bite of a cheeseburger or any other momentary distraction compares to them - the comparison itself is beyond ridiculous, so why would I take such a risk. That was all it took. I put the cell phone down and stopped eating in the car, no more checking printed directions while driving, etc. I know that I am now a safer driver for these reasons. ” — Aaron Brown, Authentic 3d Summit, NJ

“ Yesterday after school my mom was texting while she was driving and I told her to put her phone away whenever the kids are in the car. And now this morning she left her phone at home when she was driving us to school. Thanks for saving lives! ” —Alfaro

“ I thought it was a really powerful assembly. She wasn’t there to yell at us, but rather spoke from experience about how terrible distracted driving can be. ” —Amanda Librizzi, Manasquan NJ

“ Young people understand, deeply, that cell phone us while driving needs to be "de-normalized" and even stigmatized. Young people want to be supported and encouraged in using their voices to "speakup" to others, including their parents, when they feel unsafe about distracted driving. They need information, support and encouragement from us to do this. ”—Scott Blumenshine, Esq. Chicago, IL

“ Getting into a car or bus with anyone who is not a concentrated driver is putting yourself at risk no matter how experienced the driver may be. And you should let the person know that you don’t feel safe and offer to text for them or ask them to put their phone, makeup, IPod anything that is the distraction away. It can happen to anyone. ” — Hanna

Students & Drivers So Far

400,000

EndDD.org’s Awareness Initiative has reached more than 400,000 in 45 states and several Canadian provinces.